In the current political and social climate, many of us are questioning which beauty brands actually deserve our support. Of course, buying Black is always in style — and something that should be 100 percent top of mind, despite what's happening in the headlines.

The beauty industry is filled with inspiring stories from innovative founders, especially including strong black women who have worked hard over the years to fill in the gaps of inclusivity left behind mass companies. Though there are those stories we have heard, like the iconic and legendary Madam C.J. Walker’s, there’s lots of other ones you might not know about.

Admittedly, it does take a little bit more research to figure out which companies are in fact Black-owned. Yep, there are a lot of posers out there, peeps. Stay woke, y'all!  

Need help navigating the market? We pulled together a curated guide of Black-owned beauty and wellness brands we love to line your bathroom shelves with.  You can thank us later! 

See 44 Black-owned beauty and wellness brands to support not just right now, but all of the time!